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Nevanta.com will focus on fashion, celebrities and entertainment for Indian women, captured in brief two-minute videos.

Nevanta Media Technologies has launched www.nevanta.com, a video web-magazine targeted at women. The website will host high definition videos on fashion, celebrities and entertainment, offering women fashion trends, heads up on stores and designers in brief two-minute video format.

The content is targeted at urban and NRI women in the age group of 18-34 years.

According to the company, the idea of the website came from what was found to be little available information online for young Indian women on fashion, shopping and trends.

Nevanta.com looks to bridge the gap between designers, celebrities and their audiences.

“Nevanta offers a carefully screened collection from today’s top and also the emerging Indian designers, showcasing their very individual and distinctive styles. It’s never been easier to discover your favourite local designers, latest trends, your favourite celebrities and their personal style statements, all on one platform,” says Sunija Rishi, founder, Nevanta Media.

“We aim to be the online destination for the modern Indian woman to discover her very own style statement,” she adds.

Nevanta is an all-women‘s organisation; the content for Nevanta.com will be produced by young women taking on the role of producers and journalists, thereby better addressing the TG.

“We take great pride in being an all-women company and each woman on board embodies the perfect prototype of a ‘Nevanta woman’ – sharp, successful, confident and fabulously feminine,” quips Atasi Chatterjee, co-founder, Nevanta.

Identifying potential in online video, Nevanta sees high-speed mobile internet connectivity driving the convergence between mobile and internet platforms and also looks to leverage the opportunities offered by the growing mobile device market. With social media also growing as a platform for online video consumption, the short length videos on Nevanta.com will further help them to be shared extensively on social platforms.

On the revenue generation model, Nevanta.com will stay clear of traditional online advertisement formats. The company is looking at non-intrusive advertising, sponsorship and product placement. It is also in the process of developing an e-commerce plan based on Nevanta’s association with Indian designers and luxury brands.